A core skill set of customer focused organizations is the ability to connect powerfully with customers using messages that cut through and speak to people at an emotional level.
One of the most challenging issues authorities have been trying to address in countries around the world is creating the “seatbelt” wearing habit.
In 2009, 33,ooo people died in car accidents in the US and more than 50% of those killed were not wearing seatbeats.
It’s an insidious problem with a massive pay-off. Can you image creating a message so powerful it saves people’s lives?
Creating communications that can change people’s behavior for their own good requires a deep understanding of the “customer” – in this case “car drivers”.
Governments usually take the legal enforcement route to influence drivers, that is, don’t wear a seatbelt and you will receive a fine. While this does provide a negative consequence it has proven not to be enough. What is needed is to connect wearing a seltbelt with a powerful emotional trigger or association. The ad below was recently shared with me by a friend – a great example of its viral effect. It connects with the viewer in one of the most powerful ways possible:
With more than 15 million views and without a single word this communication piece packs a powerful punch. It connects with the most compelling reason drivers have to look after their own safety – not for their own well being but for the security of their closest loved ones.
Are your communications connecting powerfully with your customers?